CRM and customer-centric - Book Report/Review Example

For example, Stefanou, Sarmaniotis and Stafyla mailed survey questionnaire to marketing and sales managers of large Greek organizations. The same method of data gathering can be easily duplicated without investing too much time and financial resource. Moreover, the article presented the results of the study without incorporating too much statistical terms, tables and formulas. Admittedly, statistics is not one of the strongest points of my group and being able to understand an article without first consulting several statistical books is a relief.

Epistemology, on the other hand is that branch of philosophy which deals with the study of the limitations of knowledge (Brewerton & Millward, 2001; Robson, 2002). Hence, it is much more general than ontology. According to Bell (2005) and Denscombe (2007) research paradigm is basically the model or framework in which the researcher selects and defines the problem he needs to study and explore in his research study. The above three terms are very important to the users of management research, since an understanding of what is meant by ontology, epistemology and research paradigm will make understanding research studies easier.

For example, given that according to epistemology knowledge has limitations, then users of management research can direct resources to the further study of management issues and problems - as time passes, knowledge will surely accumulates. Hence, if previous researches failed to uncover solutions to existing management issues, then there is a good chance that the body of knowledge today contains the solution.Moreover, in understanding the research paradigm used by the researchers to define their research problem, then users of management research can easily follow the direction of the research paper.4. Provide an explanation of the ontological and epistemological stance taken by the author/s of your selected article and comment on the author/s research paradigm using short extracts from your selected article (no one extract should be more than 80 words) as evidence to support your claims.

In the article, the authors opined that the existence of businesses is "faced with the challenges of a new orientation that might be termed a customer-centric one" (Stefanou, Sarmaniotis & Stafyla, 2003, p. 617). This existence can never be in a vacuum, thus organizations have to continuously interact with their environment. The authors also acknowledge that knowledge as we have it today has limitations, hence they proposed "future research"